We already know that the famously cute story of eBay‘s origin – founder Pierre Omidyar launched the site to help his fiancee trade the PEZ dispensers she collected – was a lie cooked up by a PR operative. We also know that the company’s vaunted “reputation system” – the foundation of what has long been perceived as a radically new kind of self-organizing and self-policing commercial community – has been crumbling.

Now we’re beginning to find out that eBay’s seemingly revolutionary core – the online auction – may have been a fad all along. As Business Weekreports, eBay’s auctions are “a dying breed.” Buyers and sellers are reverting to the traditional retailing model of fixed prices:

Auctions were once a pillar of e-commerce. People didn’t simply shop on eBay. They hunted, they fought, they sweated, they won. These days, consumers are less enamored of the hassle of auctions, preferring to buy stuff quickly at a fixed price … “If I really want something I’m not going to goof around [in auctions] for a small savings,” says Dave Dribin, a 34-year-old Chicago resident who used to bid on eBay items, but now only buys retail …

At the current pace, this may be the first year that eBay generates more revenue from fixed-price sales than from auctions, analysts say. “The bloom is well off the rose with regard to the online-auction thing,” says Tim Boyd, an analyst with American Technology Research. “Auctions are losing a ton of share, and fixed price has been gaining pretty steadily.”

Back in 1999 the big news in online retailing was the rush by companies like Yahoo and Amazon to roll out auction sites in emulation of eBay. Auctions had become, as CNET reported at the time, “a ‘must-have’ element for e-commerce sites.” On the day that Amazon launched its auction business, the company’s stock jumped 8 percent. “Fixed prices are only a 100-year-old phenomenon,” Patti Maes, of MIT’s Media Lab, told Business Week in a 1999 cover story. ”I think they will disappear online, simply because it is possible – cheap and easy – to vary prices online.”

Maes, and many others, made the mistake of exaggerating the benefits of the new and discounting the benefits of the old.

EBay made a ton of money running auctions over the past ten years, and it may continue to be successful as the operator of an online mall. But it is not the company we imagined it to be. Its story has become a cautionary tale about the dangers of wishful thinking and fanciful extrapolation.